Week in Review – Snapchat steps up its game and the mobile ad spend predictions flood in

Snapchat stepped up its game this week. At the beginning of the week, it unveiled Promoted Stories, which lets advertisers add branded Stories alongside organic Stories on the app. Promoted Stories are essentially a mixture between Story and Snap Ad and contain at least three Snaps, but no more than 10.
In addition to Promoted Stories, the company also recently launched Augmented Reality Trial ads which let its users play with an AR version of a product or app.
It then quietly launched a series of new filters that can detect what is in users’ photos and snaps to suggest relevant stickers and borders. The filters have been appearing on the app last week as part of the filter carousel. So far, the algorithm is able to recognize objects such as pets, sports and foods.
Snapchat then unveiled the new design for its app. As usual, the app will still open with the camera. To the left of the camera, users will be shown a ‘Friends’ page to see their friends’ or followers’ stories and launch chats with them. On the right side of the camera, there’ll be a newly designed Discover page which contains publisher stories and content from creators as well as Snap Map, Search and Our Stories.
Facebook reconfirmed its advertising principles this week. In the blog post Facebook confirms how it makes advertising decisions. The social network highlights the user experience as one of its core principles – ads are necessary to ensure the platform remains free, whilst at the same time they should be relevant to the end user.
Facebook is getting ready to allow businesses to market messages to its users. The social media network has created “Messenger Broadcast”, a self-serve mass-messaging interface that lets businesses share marketing messages with users. Apparently, it is now launching internal tests to see how the feature performs.

With the Holiday season almost here, mobile advertisers are looking to maximize their reach and app marketers are getting ready to boost their download rates. Indeed, app downloads and installs see a 150% increase during the Holidays, but that’s only part of the story, as retention and re-engagement tactics are vital in ensuring users continue to use an app after the shine of December has worn off.
eCommerce giant Amazon has unveiled a new service that aims to make it easier for developers to create their own virtual reality and augmented reality as well as 3D apps. The new Amazon Sumerian platform enables developers to build virtual environments for mobile devices, web browsers, head-mounted displays and digital signage.
Mobile advertising expenditure is predicted to reach $98.3 billion in 2017, which represents nearly a quarter (23%) of all ad expenditure worldwide. That’s according to new research by WARC. This phenomenal growth makes mobile the second largest advertising medium in terms of expenditure, jumping ahead of desktop in 2017.
Digital advertising continues to grow with the latest AdEx Benchmark report showing an increase of 11.4% to €22.2 billion for the first half of 2017, up from €20.2 billion the year over. According to the research by IAB Europe and IHS Markit, the majority of this growth can be attributed to mobile. Mobile display ad spending jumped 45.9% whilst desktop display dropped 1.4%. Total mobile growth stood at 41.4% with a €7 billion value.
According to a new study by Infectious Media, a majority of advertisers would prefer to take greater control over their programmatic advertising. It seems that 71% of advertisers believe that agencies have struggled to implement programmatic and are demanding a radical overhaul.
Online retail purchases made via mobile devices represented 36.9% of all sales this Black Friday in the US, according to research by Adobe Digital Insights. Based on the analysis of 80% of online transaction for 100 of the largest US web retailers, shoppers in the US spent a total $5.03 billion online during the shopping event. That’s 16.9% more than in 2016.
According to data from Salesforce, the big shopping events of the year – Black Friday and Cyber Monday – are seeing earlier peaks with Thanksgiving Day generating 29% more online sales compared to the previous year. Mobile in particular saw some notable growth with 48% more orders made from mobile devices than in 2016.

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